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Based in Bend, Oregon, The Monterey Company designs and produces custom lapel pins, metal keychains, rubberized products, and military challenge coins for organizations across the United States. With more than three decades in business, the company has built a reputation for highly specialized craftsmanship in a niche corner of the branded merchandise industry.
Founded in 1989, it has grown by focusing on a narrow but highly detailed product offering. That focus, according to Sales & Marketing Director Eric Turney, has been central to its long-term success.
“What makes us stand out is how focused our niche is,” said Turney. “We specialize in custom lapel pins, keychains, and challenge coins, and that focus has helped us build deep product knowledge and long-term customer trust.”
Of course, that level of customization also presents challenges. Every order comes with unique artwork, specifications, and customer expectations, requiring a careful balance between scalability and personal attention.
“We had to learn how to grow without losing the personal attention customers deserve,” Turney said. “That pushed us to build better systems while still keeping the hands-on service that helped us grow in the first place.”
One of the most important lessons we’ve learned is that quality and service have to go hand in hand. You can’t rely on one without the other if you want to build something that lasts.Eric Turney, Sales & Marketing Director of The Monterey Company
Over time, the company has refined its approach to operations, focusing on systems that support consistency while preserving the responsiveness that defines its customer relationships. That balance has helped The Monterey Company differentiate itself in a highly competitive promotional products market.
Turney, who began at the company as a sales representative in 2017 before becoming owner, says that perspective has shaped how he leads the business today.
“I’ve seen the company from every level,” he said. “We’re an older American business with a tight niche, a loyal customer base, and a product mix that’s a little different from what most people expect when they hear ‘custom merchandise.’”
For Turney, success in entrepreneurship comes down to execution over perfection and a steady commitment to improvement.
“A lot of entrepreneurs wait too long trying to get everything perfect,” he said. “Real progress comes from getting in the game, learning fast, and improving as you go. Consistency matters more than new ideas.”
That mindset has helped guide The Monterey Company through industry changes while reinforcing a core belief: long-term success depends on both quality and service.
“One of the most important lessons we’ve learned is that quality and service have to go hand in hand,” Turney said. “You can’t rely on one without the other if you want to build something that lasts.”
Today, The Monterey Company continues to serve a loyal customer base with highly customized products, staying true to its niche while steadily refining its systems and service model.
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